Sukhveen's Media blog 1-Mr Bush

1) Introduction: narrative in advertising 2) Advertising: persuasive techniques 3) Advertising: the representation of women in advertising 4) Advertising: Score case study and wider reading 5) Advertising: Maybelline case study and wider reading 6) Advertising: Gauntlett - Media, Gender and Identity reading and questions

1) The examples Gauntlett provides of the "decline of tradition" are: The traditional view of a woman as a housewife or low-status worker has been kick-boxed out of the picture by the feisty, successful 'girl power' icons.  Meanwhile the masculine ideals of absolute toughness, stubborn self-reliance and emotional silence have been shaken by a new emphasis on men's emotions, need for advice, and the problems of masculinity.  2) Gauntlett suggests that the media influences the way we construct our own identities. An example of this is a magazine, they promote self-confidence and provide entertainment and give the reader information about sex, relationships and lifestyles which can be put to a variety of uses. Additionally,  Television programmes, pop songs, adverts, movies and the internet all also provide nu merous kinds of 'guidance'. Gauntlett claims that " The media provides some of the tools which can be used in this work."

'That Boss Life' close textual analysis 1) Narrative & genre: narrative theory and sub-genre In regards with Propps theory we can see how there are two heroes and a princess . The two heroes would be Manny and Shayla, the princess would be the girl in the cab. When applying the mascara on the princess we can see how she is 'saved' by having a make over transformation . Additionally, there are action and enigma codes . The enigma would be the questions regarding the suitcase.- what's in the suitcase? 2 ) Cinematography: camera shots and movement In terms of camera shots there are many. There are lots of extreme close ups on the eye, so it shows what the mascara does, fetishisation. There are mid shots of the before and after of the transformation. There are establishing shots of the skyline, iconographic, NYC is an aspirational place. The movements are also significant. There is a tracking in shot to the suitcase. this adds to the pace. 3

Score hair cream advert 1) The advert was produced in 1967 . The historical context is important  because 1967 could be seen as a period of change in the UK with legislation on the role of women - and men - in society. It was produced in the year homosexuality became legal and 3 years before the 1970 Equal Pay Act.   2) The mise en scene within this advert signifies that the advert is targeting men . They have used an unrealistic setting, which is jungle themed. This implies that the advert is meant to be a fantasy, almost escapism. The first aspect is the costumes they are wearing. The setting they have used in this advert is jungle themed, therefore they have dressed the actors according to this. We can see how the man is wearing safari clothes, which are khaki coloured, however the women are wearing high tops and skirts; they are semi-naked , the audience is exposed to their cleavage. This already objectifies the women. Also, they have used high-key lighting for e

Academic reading: A Critical Analysis of Progressive Depictions of Gender in Advertising 1) Mistry suggest advertising has changed since the mid-1990s because advertising has increasingly employed images in which gender and sexual orientation of the subjects are ambiguous. There is also a growing number of homosexual images and the meaning of their portrayal. 2) Female stereotypes that were found in advertising in the 1940s and 1950s were traditional ideals of masculinity being superior over femininity. Prior to war, feminist articulated the idea of women having a career. However, soon after 1945 women were made to feel guilty by warnings of the 'dangerous consequences to home'. In 1950, women's magazines led to something called 'feminine mystique' . This placed more importance on housewife chores and reinforced stereotypical ideals. 3) The increasing influence of clothes and make up changed representations of women in advertising because it led t